Pay-per-click advertising (PPC) has the potential to bring explosive growth to almost any dental practice. The problem is that many dentists don’t understand some critical aspects of the ad medium that make it great. They end up steering clear of PPC altogether or give it a brief, ill-conceived try and then bail. They’re missing out! Here are some things that winning dentists understand about dental pay-per-click advertising.
PPC Gives Dentists Instant Exposure But Requires a Long-Haul Approach
Pay-per-click advertising is much more like television advertising than many dentists understand. Dentists who win with pay-per-click advertising understand that dental pay-per-click advertising is still bound by the rule of 20.
While many dentists read ‘pay-per-click’ and see ‘pay-per-patient,’ winning dentists understand that this is just not the case. As in a TV buy, your ad will get in front of many people—despite an aggressive approach to ad targeting.
People who have some interest in dentistry in your area will see your ad but may not click on it right away. While researching their options, they may scroll past your ad a dozen times. Each time the ad is displayed for them, it makes an impression—that’s what Google calls it: an impression.
In general, many impressions turn into a click. And like an impression, it’s typical for many clicks to happen before a user decides whether or not to contact a dentist’s office.
To follow the television ad analogy:
- A partial view before changing the channel or getting up for a refill or a bathroom break = an impression.
- Watching the entire commercial with mild interest = a click
- Calling the number on the screen = a call or email to your office from the ad, landing page, or main website.
Google calls the phone call or emails to your practice (or a PDF download, etc.) a conversion.
Many dentists mistakenly believe that a person will search once, see their office’s ad, immediately click on the ad, and immediately call the office. They may say that they understand that that doesn’t always happen. Still, in their minds, the scenario of multiple searches, multiple impressions, and multiple clicks happening before the conversion is the exception and not the rule.
Winning dentists understand that the rule of 20 applies to pay-per-click advertising and that repeated exposure is one of the benefits of dental pay-per-click advertising. They know that an effective pay-per-click campaign requires a long-haul approach.